Future research questions
| Research questions . | Directions . |
|---|---|
| Perceived fit methodology | |
| How can diverse methodological approaches advance perceived fit research? | Existing studies have been methodologically homogeneous, being largely quantitative, consumer-focused and concentrated in North America. Future research should adopt more varied approaches (e.g. qualitative, managerial, cross-regional) to broaden theoretical foundations and enhance the practical relevance of research findings |
| Underlying theories | |
| Under what conditions do different theoretical perspectives on perceived fit levels best explain extension evaluations? | Researchers largely rely on the theory stream around categorization theory to explain the role of perceived fit in the evaluation of brand extensions. However, there is disagreement about the optimal level of fit. Future research should investigate the conditions under which different theories (particularly categorization theory and schema congruity theory) offer the most explanatory power to broaden the understanding of consumer decision processes |
| Under what conditions do different theoretical perspectives on the importance of perceived fit best explain extension evaluations? | Previous research has rarely addressed the diverse theories explaining why consumers place differing weight on fit in extension evaluations (e.g. construal level theory, comparison theory). Future research should identify the circumstances under which these perspectives apply to specify the conditions shaping consumer evaluations of brand extensions |
| Perceived fit conceptualization | |
| How can perceived fit be defined? | Research to date has produced many perceived fit definitions. However, these definitions are rather vague and do not provide insights into the actual characteristics of the construct. Future research should create a universal perceived fit definition to establish a common understanding of the construct |
| What dimensions does perceived fit consist of, and how can these dimensions be defined? | Previous research has hardly addressed the dimensions of perceived fit in detail, although the dimensions provide clarity on the meaning and scope of the construct. Future research should validate and, if necessary, complement the dimensions derived herein and focus in particular on the dimension of conceptual fit, which appears highly relevant but remains unexplored |
| Perceived fit operationalization | |
| How can perceived fit be measured quantitatively? | Research to date has produced mixed results when operationalizing perceived fit. Future research should create a uniform operationalization to ensure validity and facilitate comparison and replication of research results around perceived fit |
| Perceived fit context | |
| Are different perceived fit dimensions relevant depending on the context? Are all dimensions equally important? | The perceived fit dimensions have hardly been tailored to different contexts in previous research. Future research should investigate which dimensions are most important in different settings to sharpen research around perceived fit and to anticipate consumer behavior and perceptions in the best possible way |
| Perceived fit research results | |
| Do previous research findings on perceived fit hold up when operationalized uniformly? | Research has proved many effects around perceived fit, but different operationalizations make comparisons difficult. Thus, future research should replicate previous results using a uniform operationalization to develop a more accurate picture of perceived fit and its influence on the success of brand extensions |
| What is the impact of perceived fit on feedback effects from the extension to the parent brand? | Although brand extensions involve both opportunities and risks for the parent brand, parent brand outcomes are understudied in perceived fit research. Research needs to examine the role of perceived fit in feedback effects from the extension on the parent brand, to enhance positive and avoid negative effects |
| What is the impact of perceived fit on retailers? | The effects of perceived fit on retailers have received little attention so far, despite their key role in the success of indirectly distributed extensions. Thus, research should investigate how perceived fit can influence the listing chances of an extension |
| How can perceived fit be maximized and minimized? | Research has hardly explored what factors influence perceived fit. However, for perceived fit to be used effectively as a success factor for brand extensions, determining how perceived fit itself can be maximized or minimized is necessary. In this way, risks associated with the perceived fit can be reduced and positive effects reinforced |
| Research questions . | Directions . |
|---|---|
| Perceived fit methodology | |
| How can diverse methodological approaches advance perceived fit research? | Existing studies have been methodologically homogeneous, being largely quantitative, consumer-focused and concentrated in North America. Future research should adopt more varied approaches (e.g. qualitative, managerial, cross-regional) to broaden theoretical foundations and enhance the practical relevance of research findings |
| Underlying theories | |
| Under what conditions do different theoretical perspectives on perceived fit levels best explain extension evaluations? | Researchers largely rely on the theory stream around categorization theory to explain the role of perceived fit in the evaluation of brand extensions. However, there is disagreement about the optimal level of fit. Future research should investigate the conditions under which different theories (particularly categorization theory and schema congruity theory) offer the most explanatory power to broaden the understanding of consumer decision processes |
| Under what conditions do different theoretical perspectives on the importance of perceived fit best explain extension evaluations? | Previous research has rarely addressed the diverse theories explaining why consumers place differing weight on fit in extension evaluations (e.g. construal level theory, comparison theory). Future research should identify the circumstances under which these perspectives apply to specify the conditions shaping consumer evaluations of brand extensions |
| Perceived fit conceptualization | |
| How can perceived fit be defined? | Research to date has produced many perceived fit definitions. However, these definitions are rather vague and do not provide insights into the actual characteristics of the construct. Future research should create a universal perceived fit definition to establish a common understanding of the construct |
| What dimensions does perceived fit consist of, and how can these dimensions be defined? | Previous research has hardly addressed the dimensions of perceived fit in detail, although the dimensions provide clarity on the meaning and scope of the construct. Future research should validate and, if necessary, complement the dimensions derived herein and focus in particular on the dimension of conceptual fit, which appears highly relevant but remains unexplored |
| Perceived fit operationalization | |
| How can perceived fit be measured quantitatively? | Research to date has produced mixed results when operationalizing perceived fit. Future research should create a uniform operationalization to ensure validity and facilitate comparison and replication of research results around perceived fit |
| Perceived fit context | |
| Are different perceived fit dimensions relevant depending on the context? Are all dimensions equally important? | The perceived fit dimensions have hardly been tailored to different contexts in previous research. Future research should investigate which dimensions are most important in different settings to sharpen research around perceived fit and to anticipate consumer behavior and perceptions in the best possible way |
| Perceived fit research results | |
| Do previous research findings on perceived fit hold up when operationalized uniformly? | Research has proved many effects around perceived fit, but different operationalizations make comparisons difficult. Thus, future research should replicate previous results using a uniform operationalization to develop a more accurate picture of perceived fit and its influence on the success of brand extensions |
| What is the impact of perceived fit on feedback effects from the extension to the parent brand? | Although brand extensions involve both opportunities and risks for the parent brand, parent brand outcomes are understudied in perceived fit research. Research needs to examine the role of perceived fit in feedback effects from the extension on the parent brand, to enhance positive and avoid negative effects |
| What is the impact of perceived fit on retailers? | The effects of perceived fit on retailers have received little attention so far, despite their key role in the success of indirectly distributed extensions. Thus, research should investigate how perceived fit can influence the listing chances of an extension |
| How can perceived fit be maximized and minimized? | Research has hardly explored what factors influence perceived fit. However, for perceived fit to be used effectively as a success factor for brand extensions, determining how perceived fit itself can be maximized or minimized is necessary. In this way, risks associated with the perceived fit can be reduced and positive effects reinforced |